A practical guide to lead generation and social media

Marketing and sales need to work together to find prospects and generate leads via social media. This handbook describes how social media participation can lead to actual leads and sales through
…

Marketing and sales need to work together to find prospects and generate leads via social media. This handbook describes how social media participation can lead to actual leads and sales through content and relationship building.

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 Your Goals ◦ Complement your business objectives ◦ Integrate with other marketing efforts Your Audience ◦ Who are your targets and how to they find solutions? ◦ What are their problems and how can you help them? Your Uniqueness ◦ What makes you different vs. competitors? ◦ How will you communicate that uniqueness? Your Measurement ◦ How will you analyze the success of your efforts? ◦ Will your plan include KPIs?

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A: Landing Pages or pages of your website that provide a direct link to the content by means of a web form. Once the form is filled out, those leads are sent to your email program/list builder or marketing automation platform

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 Early messages are made to attract attention and “gain permission” to communicate Middle messages are designed to overcome potential objections or offer deeper engagement: educate and inform please! Later messages offer reassurance by offering content that supports buyer decisions

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 Blogs attract those who wish to link to you: That means better search engine ranking Fresh content keeps your site updated and attracts frequent visitors Your content establishes yourself as a thought leader in your industry It’s the starting point for social media participation and dialog

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 Need to assign a blogging advocate to manage the ideas, content, roles, and implementation New blog posts need to be communicated to sales people to utilize with prospects Again, without providing relevant, engaging content, social media efforts will stumble

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 Join up to 50; focus on where prospects are You may send messages to group members without adding them to your network You may participate in discussion groups; allowing prospects to view your activity, review your profile, and click a link to your website/landing page for lead generation

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Find Prospects With LinkedIn Search A wide variety of search variables available to find prospects It’s advised to pay for LinkedIn to add more search variables, such as company size, group inclusion, and seniority level Searches can be saved, and emailed when there are updates Communicate to prospects in a tactful, approachable manner; be respectful and offer sound advice or thoughts

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Target Your Message with your Landing Page Link to SpecificConnections Send messages to specific subgroups of your connections: By location, or by industry (Avoid connections that are “friendly” competitors) Or post to all connections with a simple status update, with your landing page being the link you attach

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Here’s a Salesforce example to utilizeLinkedIn contacts further:a. Create a campaign on Salesforcea. Export LinkedIn connectionsb. Import into Salesforcec. This can work with email and marketing automation too

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•Sort through results•Revise search variables if needed•Seek out people or companiesyou wish to target•Save search

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Then save the profile to acustom list as suggestedearlierIf he follows you back, younow may engage with DMs ordirect messages

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 Interesting content from others: 70% Feel free to add your comments, i.e. “good read” or “this is interesting” Your own content: 20% Same as above, but the URL is your landing page for lead generation Your own promotions: 10% Once you establish your content and trust, offer audiences any “sell” messages

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 Platforms to manage tweets/followers and schedule multiple tweets URL shorteners such as Bit.ly to track tweets Programs such as Twitilyzer and Klout to measure your activity and influence

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A Summary of Lead Generation BestPractices•Link you Blog, Twitter, and LinkedIn Profilesto your Fan Page•Promote Content Updates in your feeds, andutilize links to your landing page•“Like” your current customers and prospects,and engage with them when content isinteresting•Consider a separate page or iframe topromote your content or offer•Use Facebook Insights and Analytics tomeasure social media activity within your fanpage

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Of course, this is just the tip of theiceberg.YouTube, Flickr, Quora, and all therest can contribute to lead generationas well. Depending on a social mediaplan, we can consider the righttargets to reach your audience mostlikely to be interested in you.

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 Measure Landing Page conversions with Analytics ◦ Track traffic from specific blog posts, Twitter, LinkedIn, and all social media channels Utilize CRMs such as Salesforce to track sales from social media campaigns Use lead nurturing tools such as email and marketing automation to transform those marketing leads into sales-ready leads Alerts sales of sales-ready leads; ready to close!

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• By combining custom URL tags made with the Google URL builder, we can track specific content and social media campaigns• Custom reports with a myriad of metrics and dimensions can be tracked and analyzed• By measuring goal conversions, married to sales conversions and average sale, we can estimate revenue generated with social media

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 We fully immense ourselves with your marketing goals, target audiences, and culture so that we truly understand your business We focus on 24/7 customer service. We treat every client the same; no pecking order. No matter how large or small, every single relationship is equal in our view We spend your budget like its our own; our goal is to maximize investment-seek the best deals, the best promotions, the best added-value. We strive to drive results like no other firm We will continually optimize and audit to make sure you’re getting the absolute best value We pride ourselves on win-win relationships. By creating professional one-to-one relationships with vendors, we typically get increased value and that means increased ROI for you

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• This is what we do: – Audit each element of your marketing-to-sales process. Those elements include how you generate visits, how you convert them into prospects, and how you convert those prospects into sales. – Offer strategic recommendations that will make your current e-marketing strategy work better. Based on our analysis, we’ll provide you strategic direction and tactical execution. – Execute the tactics: research & planning, implementing, measuring. All efforts will be optimized for success.